The Role of Perceived Value and Green Consumption Attitude on Purchase Intention of Eco-Bag: A Study on Young Consumers

Abstract

In recent decades, consumers have been eventually shifting towards responsive green consumption behaviour. This study will examine the role of the perceived value (social value, environmental value and economic value) on green consumption attitude and which, in turn, affects young consumers' purchase intention towards eco-bag. A conceptual model was adopted by developing hypotheses and analysed through structural equation modelling.The survey was performed where data were obtained from 373 young consumers from Chattogram, the commercial capital of Bangladesh. The empirical results suggest that economic value, social value and environmental value have a significant and positive influence on the green consumption attitude. Furthermore, green consumption attitude is also found to be a critical factor influencing the intention of young consumers for purchasing eco-bag. This research will help marketers, policymakers, and concerned stakeholders to create awareness among customers regarding eco-bag usage benefits and drive the industry towards sustainability and enhance green revolution to the competitive market structure.

Moving toward sustainable development: Social, economic and environmental value as antecedents of purchase intention in the sustainable crafts sector

“…Along this line, Koller et al (2011) and Tang et al (2014) show that the consumer's perception of economic value improves the attitude toward sustainable products. Along the same lines, Joshi et al (2021) and Hassan et al (2022) show that the economic value influences the attitude toward green products.…”

“…Social value measures the perceived utility derived from association with one or more social groups (Biswas & Roy, 2015). Social pressure is a key driving force behind consumer choice (Bei & Simpson, 1995; Hanss et al, 2016; Sheth et al, 1991), acting as an external motivation toward the adoption of more sustainable consumption models (Gilal et al, 2020), Ajitha and Sivakumar (2017), Hassan et al (2022) and Roh et al (2022) show that the social value has a positive influence on attitude. According to Biswas and Roy (2015), consumers associate positive psychological feelings with a respectful attitude toward sustainability, which could be indicating that the social value provided by the purchase of sustainable craft products may be an important factor in generating a sustainable purchasing attitude.…”

The Way to Save Environment from Green Consumer Behavior: The Role of Advertising, Media, and Lifestyle

“…However, if people, especially students, continue to follow trends and their economic abilities are not following their needs, their lifestyle will negatively impact them. Following what has been explained by [31,32,34] that there is a negative side effects of a consumptive lifestyle, such as (1) a wasteful lifestyle; (2) reduce the opportunity to save, (3) tend not thinking about future needs.…”

“…The use of Instagram certainly affects lifestyle in everyday life. Frequent lifestyle changes include spending more time, traveling, and creating more creative content [32,19]. The influence of social media on student lifestyles can be seen in how many videos or photo posts follow the latest trends.…”

“…It will also make it easier for someone to follow their lifestyle. [32] research states that exposure to Shopee promo advertisements influences green consumer behavior. It means that the more often you see advertisements, the higher a person's green consumer behavior will be.…”